Measuring asymmetries in brand associations using correspondence analysis
Michael Greenacre and
Anna Torres ()
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Anna Torres: https://www.upf.edu/web/econ/faculty/-/asset_publisher/6aWmmXf28uXT/persona/id/3418621
Authors registered in the RePEc Author Service: Anna Torres Lacomba ()
Economics Working Papers from Department of Economics and Business, Universitat Pompeu Fabra
Correspondence analysis is introduced in the brand association literature as an alternative tool to measure dominance, for the particular case of free choice data. The method is also used to analyse differences, or asymmetries, between brand-attribute associations where attributes are associated with evoked brands, and brand-attribute associations where brands are associated with the attributes. An application to a sample of deodorants is used to illustrate the proposed methodology.
Keywords: Brand dominance; attribute dominance; measure of assymetries; correspondence analysis (search for similar items in EconPapers)
JEL-codes: C19 C88 (search for similar items in EconPapers)
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